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Digital & Technology

Mohammad Anas Wahaj | 03 nov 2015

Marketing technologies are changing the nature and dynamics of strategies that marketers use to reach, engage and serve their customers. Moreover these technologies continue to evolve and marketers have to keep pace with these advances to stay ahead of the game. The four key innovation areas in marketing technology in which all marketers should have deep understanding and continue to emphasise in their strategies are - (1) Use Advanced Analytics (2) Optimize the Mobile Experience in Real-time (3) Cut Down on Call Center Time to Value (4) Maximize the Voice of Customer (VOC). Marketers should be able to collect, analyze and act on omnichannel data throughout the whole customer funnel (customer journey & engagement process) for each of the mentioned areas to achieve success. This will finally help build better customer profiles, prioritize business actions, analyze macro trends, optimize customer engagement and customize offerings to get better outcomes. Read on...

MarTech Advisor: 4 Advanced Use Cases of Marketing Technology Innovation
Author: Rohit Roy


Mohammad Anas Wahaj | 24 oct 2015

According to Pew Internet Project's research on social networking, as of January 2014, 74% of online adults use social networking sites. While as of September 2014, the usage statistics of popular social networking sites is - Facebook (71%); Twitter (23%); Instagram (26%); Pinterest (28%); LinkedIn (28%). Moreover research by Full Impact Studio found that social media has surpassed Google as Americans' 'number one daily activity'. All these stats point towards the relevance and importance of social media to reach people. Brands and businesses have to carefully carve out their marketing strategies on social media, and engage with their target audience accordingly. Social media can be utilized to gain subscribers, promote a service or sell a product, and helps build a business's social brand. Following are the five social media branding strategies for business suggested by Full Impact Studio's infographic - (1) Choose channels that best support your brand image: Facebook (For brand awareness and promotion. Biggest and most influential); Instagram (For heavily visual brands. Targets young adults); Pinterest (For Visual brands. To reach women); LinkedIn (To connect with corporate influencers and promote business-related content) (2) Provide exemplary customer service: Timely engage with customers and provide effective answers and solutions. (3) Don't forget about Google+: Still relevant considering that its part of Google ecosystem. Posted content's visibility on Google search. Connected to YouTube. Acts as free ad space for each post when searched on Google. (4) Deliver interesting and engaging content: Regularly update. Keep content fresh and relevant. Include articles, updates, audios, videos and visuals. (5) Get involved and make connections: Attract audience and build relationships through relevant engagement tactics like contests, giveaways or meaningful advocacy. Make them feel part of the community. Read on...

Business 2 Community: Infographic - 5 Social Media Branding Strategies for Business
Author: Deanna Zaucha


Mohammad Anas Wahaj | 23 sep 2015

In a highly competitive market, brands can utilize excellent customer service strategies to differentiate themselves. Listening to voice of the customer, understanding their behavior and analyzing their interactions, can provide companies the needs and wants of the customer. Companies can use these insights to better serve their customers and that has direct impact on their bottom line. According to Defaqto Research, '55% of consumers would pay more for a better customer experience.' Study published in Journal of Marketing (2004 Edition) by team of researchers, Prof. Eugene W. Anderson of University of Michigan (now at University of Miami), Prof. Claes Fornell of University of Michigan and, Prof. Sanal K. Mazvancheryl of Georgetown University (now at American University, Washington DC), quantified the consequence of quality customer service on shareholder value. Study points out, 'Among 200 businesses represented in the Fortune 500 across 40 industries, a 1% improvement in customer satisfaction increased a firm's value by US$275 million.' Danny Wong, co-founder of Blank Label and digital marketer, explains the importance of customer feedback and how ecommerce stores can turn this into a competitive advantage through effective engagement, building relationships and developing better products and services. According to him, 'Develop an intimate understanding of what your customers know, want and need to establish a competitive edge that helps you improve how you do business and the value you offer to end consumers. Start by categorizing reasons for why your customers purchase your products i.e. their primary motivations.' He suggests stores to source high-impact feedback and utilize the following tactics to expand the scope of their customer research - (1) Audit the reviews competitors receive (2) Conduct surveys (3) Dive into your analytics (4) Encourage user-generated content (5) Track public conversations. Once the research is at hand, stores need to summarize actionable takeaways and use the following three steps to build a strong business case for doing anything - (1) Quantify its impact (2) Measure its market opportunity (3) Get leadership buy-in. To implement new changes the stores can use gradual strategies to first consider the high-impact initiatives that are easy to do and then to implement moderate changes and finally move on to more resource intensive projects for long-term meaningful outcomes. Companies should incorporate excellence in customer service into their corporate culture and should consider the opportunity of every interaction with customers to build lasting relationships. Read on...

Huffington Post: How to Leverage Customer Feedback to Improve Your Ecommerce Store
Author: Danny Wong


Mohammad Anas Wahaj | 19 sep 2015

Retailers need to identify their most valuable customers to specifically target and focus their specialized marketing campaigns for building long-term customer relationships with them. Most valuable customers are to be retained for maximizing profitability. But according to the study 'Engaging Customers Across the Lifecycle Journey: How Clienteling Helps Enhance Customer Relationships' by Yes Lifecycle Marketing and Retail TouchPoints, based on the survey of nearly 200 retail marketing executives, most retailers are still struggling to utilize customer data effectively to find and nurture these important customers. Main highlights of the study are - 52% say identifying and engaging their most valuable customers is one of their top business challenges; Nearly 1/3rd of respondents (32%) say they're not able to integrate or analyze their data in a timely fashion; Employee access to data is uneven and most who need it don't have it (44% of C-level executives have customer data while only 27% of store managers and 13% of store associates have access); Only 27% of retail marketing executives have their customer's lifetime spend on file and only 18% have data related to shopping preferences of customers. Read on...

Direct Marketing News: Infographic - Retailers Fail to Fully Leverage Customer Data
Authors: Elyse Dupre, James Jarnot


Mohammad Anas Wahaj | 08 sep 2015

Healthcare industry in US is undergoing transformation driven by multiple factors that include technology, changes in consumer behavior, rising costs, legislation etc. Employees are becoming more independent in making their healthcare decisions that were earlier influenced by their employers. Healthcare providers are now dealing with more proactive consumers. Healthcare marketers need to understand consumer preferences, adapt to the changing needs, create products and services that fulfil needs and satisfy customers and utilize consumer insights to develop effective marketing progams. Brent Walker, Chief Marketing Officer of c2b Solutions, explains the drivers that are leading to shifts in healthcare and how marketers should adapt and succeed in this new healthcare scenario. According to him, in addition to rising costs, the three main reasons that we are evolving towards consumer-driven healthcare are - (1) Demographic and Socio-Economic Realities: More pronounced health issues and chronic conditions of aging Baby Boomers; Lack of health insurance for a sizeable population; Heterogeneous population; Expensive healthcare products and technologies. (2) Legislation: Healthcare system is adapting to Affordable Care Act; Health insurers have to deal with individual consumers; Healthcare providers are investing in infrastructure; Integrated Electronic Health Records and Big Data technologies; Reimbursement based on medical outcomes and patient satisfaction. (3) Technological: Digital media is a catalyst of consumerism; Informed consumers due to internet and mobile apps; Improved transparency; Better ability to assess cost and quality, and research about products and services with more choices; Inclination towards prevention and wellness. He explains three implications that healthcare providers have to plan for - (1) Massive investments are required for technological upgrade and update of systems to facilitate integrated patient record sharing and also reporting care quality. (2) Business models must change. Physicians are leaving smaller firms to join large healthcare systems due to IT investments and scale necessary to control costs and manage risks. (3) New competitors are entering as a result of advancement in technologies and consumer-driven approaches. In this changing healthcare landscape marketers have to continuously evaluate and assess their direction. He suggests four dimensions to do so - (1) Data: Right data to understand and reach the target audience. (2) Systems: Infrastructure to understand consumers, create insights and build valueable customer-firm relationships. (3) People: Have consumer marketers in team with experience in latest web and mobile technologies. Combine industry experience with consumer insights and customer behavior understanding skills. (4) Processes: Newer sales methods. Analytics and measurement of marketing effectiveness. Focus on analyzing consumer acquisition, retention and satisfaction. Read on...

Forbes: The New World Of Healthcare Marketing: A Framework For Adaptation
Authors: John Greenfield, Kimberly A. Whitler


Mohammad Anas Wahaj | 08 sep 2015

The relationship between consumers and businesses is continuously evolving. Technology is playing an important role in creating a shift in consumer behavior. Smartphones are providing consumers with connectivity that is driving this change. Ori Karev, US CEO of Gett, explores the reasons that are leading to transormations in consumer dynamics and how they interact and connect with brands. According to him, 'Consumerism has shifted from a world of physical images and personal communication to a world of imagery and perception. Regardless of industry, product or service, vendors that enable instantaneous access and deliver on their digital promise will survive.' Consumers have become more pragmatic. They have access to tools and services to research for best solutions at best prices that are available with just a tap on their phones. Online consumers have become more like business-to-business consumers. But they do have emotional attachment to brands that can provide them with the best experience. The power is shifting towards consumers and businesses are getting more and more consumer dependent. Mr. Karev explains, 'On-demand industry has gone through such a rapid change of behavior within a mere five years. The swift change stems from two factors: the availability of smartphones, and people's desire to maximize the convenience and efficiency of procuring services and products.' He further points out that certain fundamentals of consumer-seller relationship will remain - 'Shoppers want to do business with companies that are fair, so this treaty must hinge on veracity, transparency, credibility, honesty and good will.' Today people place most value on fulfillment and satisfaction. They have concerns regarding how a vendor treats its employees and suppliers and would get influenced by these factors while making purchases. Online research, decision and purchase behaviors have now made consumers a strong part of businesses. Companies that understand and fulfil the consumer expectations - real-time, always-on support; competitive pricing; respect and transparency towards vendors and suppliers; ethical corporate culture - in the current on-demand environment will be the one that survive and succeed. Read on...

ReadWrite: The Changing Face Of Today's Consumer
Author: Ori Karev


Mohammad Anas Wahaj | 06 sep 2015

'Digital Marketing' utilizes online technologies and provides opportunities to add prospective customers at the top of the sales funnel and nurture them to build a strong customer base for products and services. Advancement in technologies have provided multiple ways and channels through which marketers can connect and engage with the prospects and build strong relationships. One of the most important aspect of digital marketing is the measurability of the campaign through analytics. The availability of metrics provides marketers with clear understanding of the audience, their interaction with the brands and success of the marketing campaign. According to Jamie Turner, founder of 60 Second Marketer and co-author of 'Go Mobile', the 7 essential channels of digital marketing are - (1) Responsive Websites (2) Search Engine Marketing (SEM) that includes Search Engine Optimization (SEO) and Paid Search (3) Online Display Advertising (4) Video (5) Social Media (6) Mobile Marketing may include Mobile Website, Mobile Search, Mobile Display Ads, In-app Display Advertising (7) Email Marketing. The action steps required to leverage digital marketing include - Taking the initiative and start using digital marketing; Implement gradually with complete understanding and continuously analyze campaign progress; Use analytics to measure and track campaign results, make adjustments and optimize the process for better ROI. Read on...

Business 2 Community: Digital Marketing - The 7 Essential Channels
Author: Jamie Turner


Mohammad Anas Wahaj | 04 sep 2015

Use of technology for customer interactions, particularly for large businesses, is often seen as an automation and cost cutting exercise. And for customers it may not all be a pleasant experience. In case of small and medium businesses (SMBs), considering their limited budgets and other challenges, use of technology as a customer support tool should be a well thought out decision. It should provide them with cost savings alongwith building lasting customer relationships. Varun Shoor, founder and CEO of Kayako, provides ways in which SMBs can utilize technologies to enhance customer experience and create best value for their businesses - (1) Understand customer context: Have clarity of purpose; Evaluate context of customer inquiries; Availability of fast and easy access of information to resolve customer iquiries; Updating and sharing information with other departments (2) Deliver personal service at scale: Try to know your customer better; Understand customer's interaction points across all channels; Seek customer's needs and wants through surveys (3) Stop firefighting, start anticipating: Find ways to interact with customers even if they aren't; Use effective CRM tools; Utilize customer analytics (4) Customers want to help themselves: Provide them with self-explanatory information and tools; Give access to effective FAQs, intelligent search, tutorials and videos. Read on...

Tech.co: 4 Ways Technology Helps Build better Customer Relationships
Author: Varun Shoor


Mohammad Anas Wahaj | 31 jul 2015

In recent years marketing has been consistently evolving due to the changes driven by technological advances. These digital transformations are creating a resource crunch in marketing departments of organizations. They are facing more challenges and to effectively manage the digital require new skillsets. Initially digital was considered as a medium of communication like TV, Print etc. But according to Jean-Luc Ambrosi, a marketing expert and author of the book 'Branding to Differ', 'Blending traditional marketing skills with the new age of digital is not an easy affair...What has changed, however, is that digital is not simply a medium, it is many mediums with different media consumption patterns. Both a push and a pull mechanism, it is above-the-line, direct marketing, social media as well as point-of-sales, all under one big label.' Marketers now need multiple skills and to clarify roles and resource accordingly is becoming a difficult task for marketing departments. Mr. Ambrosi further explains, 'With the shift in emphasis around treating digital as a multi-medium platform, the solution may lie in building teams focused on the customer rather than the digital channel. With customer centricity at the core, marketing teams can treat digital for what it is: A multifaceted mechanism to interact with customers, and a means rather than an end.' The best sourcing solution would be to seek marketing specialists with the specific skillsets adapted to the digital environment. The basics of marketing should not be ignored while focusing on digital. Mr. Ambrosi advises, 'The under resourcing of digital activities is a function of the expansion of marketing activities in the digital ecosystem, rather than the disappearance of traditional marketing. Therefore, it should be answered via the adaptation of marketing specialist resources to digital rather than a shift towards technical digital specialists.' Read on...

CMO: Marketing skills in a virtual world
Author: Jean-Luc Ambrosi


Mohammad Anas Wahaj | 20 jun 2015

Marketing strategies for startups are different from established companies as they have limited budget and resources. Over the years SEO (Search Engine Optimization) has evolved due to changes and improvements in search engine technologies. SEO strategies for today require a fresh look to keep business relevant in search engine results. John Rampton, entrepreneur and president of Adogy, provides 10 suggestions for startups to develop effective SEO to market their business - (1) Figure Out Your Target Keywords (2) Mobile Friendly is a Necessity (3) Simple is Usually Better (4) Develop and Follow a Marketing Strategy (5) Leverage the Power of Infographics (6) Prioritize (7) Figure Out Your Social Networking Channels (8) Link Building (9) Keep Your Content Relevant (10) Analytics are your Friend. Read on...

Forbes: 10 SEO Tips For Marketing Your Startup in 2015
Author: John Rampton

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